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G O O D I S T H E N E W C O O L
i s t h e n e w
G O O D I S T H E N E W C O O L
whO
wE
aRE
G O O D I S T H E N E W C O O L
OUR PURPOSE
We wrote this book to serve
the world changers; the
innovators and provocateurs
that believe in using
business and culture as
forces for good.
G O O D I S T H E N E W C O O L
#1 New
Release on
Amazon
Philanthropy
and Charity
G O O D I S T H E N E W C O O L
What
Was
Happening
Around
Us?
G O O D I S T H E N E W C O O L
BRaNdS:
dOiNg
WELL
By dOiNg
GOOD
G O O D I S T H E N E W C O O L
The
Architects
of Cool
Are
Activists
LADY GAGABEYONCÉ LEBRON
JAMES
G O O D I S T H E N E W C O O L
PENCILS FOR
PROMISE
CHARITY
WATER
GLOBAL CITIZEN
FESTIVAL
The NEW
NON PROFITS
Harnessing the
power of cool
G O O D I S T H E N E W C O O L
01
Grew even faster than
they did in 2014
02
Delivered nearly half
Unilever’s growth
03
Grew significantly
faster than the rest of
the business
04
Included — Knorr,
Dove, Dirt Is Good,
Lipton and Hellmann’s
unilever SUSTAINABLE LIVING BRANDS summary:
Major Multi-Nationals Were Seeing the Same Thing
G O O D I S T H E N E W C O O L
CULTURE
COMMERCE
CONSCIENCE
G O O D I S T H E N E W C O O L
Why
Was
This
Happening?
G O O D I S T H E N E W C O O L
new expectations
33+33+34technological disruption
crisis of meaningfulness
from Millennials and
Gen-Z of the brands in
their lives
of traditional advertising - and
the opportunities it created
within the marketing and advertising communities
THREE KEY DRIVERS
G O O D I S T H E N E W C O O L
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
95%
$2.5 tRilliON
MILLENNIALS HAVE A GLOBAL ANNUAL SPENDING POWER OF
WOULDSWITCHFORAGOODCAUSE
Every you
spend ,
you’re casting
a vot for the
kind of world
you want.
Anne Lappe, Writer and Activist
G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
G O O D I S T H E N E W C O O L
Technology
is Disrupting
Advertising
like it did
the Music
Business
G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
275 M
users
JAN2010 JAN2011 JAN2012 JAN2013 JAN2014 JAN2015 JAN2016
50 M
100 M
150 M
200 M
250 M
275 M
THE GLOBAL RISE OF AD BLOCKERS
G O O D I S T H E N E W C O O L
G O O D I S T H E N E W C O O L
Personal:
The Crisis of
Meaningfulness
in Marketing
G O O D I S T H E N E W C O O L
+13+35
13%
35%
13+16
13%
16%
13+1513%
15%
11+23
11%
23%
MARKETERS
CONSUMERS
Advetising/Marketing
DancerActor/Actress PR Professional
LEAST FOUR VALUABLE PROFESSIONS TO SOCIETY
THE CRISIS OF MEANINGFULNESS IN MARKETING
Ho w d o we
d o th at
gets u s i n to
t he mountain ?
Jeff Benjamin, Creative
G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
G O O D I S T H E N E W C O O L
Who
was
creating
new
models?
G O O D I S T H E N E W C O O L
mEmBERS Of
thE mOvEmENt
G O O D I S T H E N E W C O O L
How to Make MOnEy & Do Good by Harnessing the Power of Cool
6
People
are
the New
Media
14+14+15+14+14+14+15THE
GOOD
IS THE
NEW COOL
MODEL
1
Know Your
Purpose
2
Find Your
Allies
3
Think
Citizens
not
Consumers
4
Lead with
the Cool
5
Don’t Advertise
Solve Problems
7
Back up the
Promise with
the Proof
know
purpose
G O O D I S T H E N E W C O O L
M y j ob i sn ’ t to
b e r emembered.
M y jo b i s to
l e a v e a p o s i t i v e
impact th ro u g h
m y fa mi ly an d
m y wo rk .
Scooter Braun, Entrepreneur
G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
find
allies
G O O D I S T H E N E W C O O L
G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
There are so many
m o d e l s out there…
whether you are
a retail br a n d
or
a luxury br a n d ,
that haven’t been
thought of as yet.
Jenifer Willig,
Founder Whole World Water
citizens
notconsumers
G O O D I S T H E N E W C O O L
Dri vi n g
compassion & empathy,
is n’t th at ju st a
to li ve li fe?
Ahmen, Troublemaker Movement
G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
with the
cool
G O O D I S T H E N E W C O O L
We k n o w w h at
w e stan d f o r at
i a m O TH E R;
w e k n o w w e stan d for
in div idu al it y. Peop le
expect n ew ideas fr om
u s, t h in g s t h at h ave n’t
been do n e bef o re .
M im i Vald ez ,
C h ief C reative Of f ic er, i am OTHER
G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
G O O D I S T H E N E W C O O L
DON’T
ADVERTISE
SOLVE
EPICsolve problems
G O O D I S T H E N E W C O O L
ARE THE
NEW
MEDIA
G O O D I S T H E N E W C O O L
People a r e c onnec te d
to bran d s that have a
story and they want to
know that story and the y
want to b e c onnec te d
to t hat story.
Andy Tu
G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
BACK
UP THE
PROMISE
WITH
G O O D I S T H E N E W C O O L
G O O D I S T H E N E W C O O L
Think
Transformational
not Transactional
G O O D I S T H E N E W C O O L
80+12+8
CORPORATIONS HAVE MORE RESOURCES THAN GOVERNMENTS
WHERE
ARE THE
RESOURCES?
NONPROFITS
$1.2 Trillion
GOVERNMENT
$3.1 Trillion
CORPORATIONS
$20.1 Trillion
Source: Michael Porter Ted.com
G O O D I S T H E N E W C O O L
Find your Allies
Start with what you have
Clarity follows action
Don’t fear brandwashing
Respect the Proportions
Practice the Golden Rule
Add some good to the brief
Share your Work
Pay it Forward
1
2
3
4
5
6
7
8
9
9 steps to get started
G O O D I S T H E N E W C O O L
Now
it’s
up to
You
G O O D I S T H E N E W C O O L
i s t h e n e w

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Good is the New Cool

  • 1. G O O D I S T H E N E W C O O L i s t h e n e w
  • 2. G O O D I S T H E N E W C O O L whO wE aRE
  • 3. G O O D I S T H E N E W C O O L OUR PURPOSE We wrote this book to serve the world changers; the innovators and provocateurs that believe in using business and culture as forces for good.
  • 4. G O O D I S T H E N E W C O O L #1 New Release on Amazon Philanthropy and Charity
  • 5. G O O D I S T H E N E W C O O L What Was Happening Around Us?
  • 6. G O O D I S T H E N E W C O O L BRaNdS: dOiNg WELL By dOiNg GOOD
  • 7. G O O D I S T H E N E W C O O L The Architects of Cool Are Activists LADY GAGABEYONCÉ LEBRON JAMES
  • 8. G O O D I S T H E N E W C O O L PENCILS FOR PROMISE CHARITY WATER GLOBAL CITIZEN FESTIVAL The NEW NON PROFITS Harnessing the power of cool
  • 9. G O O D I S T H E N E W C O O L 01 Grew even faster than they did in 2014 02 Delivered nearly half Unilever’s growth 03 Grew significantly faster than the rest of the business 04 Included — Knorr, Dove, Dirt Is Good, Lipton and Hellmann’s unilever SUSTAINABLE LIVING BRANDS summary: Major Multi-Nationals Were Seeing the Same Thing
  • 10. G O O D I S T H E N E W C O O L CULTURE COMMERCE CONSCIENCE
  • 11. G O O D I S T H E N E W C O O L Why Was This Happening?
  • 12. G O O D I S T H E N E W C O O L new expectations 33+33+34technological disruption crisis of meaningfulness from Millennials and Gen-Z of the brands in their lives of traditional advertising - and the opportunities it created within the marketing and advertising communities THREE KEY DRIVERS
  • 13. G O O D I S T H E N E W C O O L $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ 95% $2.5 tRilliON MILLENNIALS HAVE A GLOBAL ANNUAL SPENDING POWER OF WOULDSWITCHFORAGOODCAUSE
  • 14. Every you spend , you’re casting a vot for the kind of world you want. Anne Lappe, Writer and Activist G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
  • 15. G O O D I S T H E N E W C O O L Technology is Disrupting Advertising like it did the Music Business G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
  • 16. 275 M users JAN2010 JAN2011 JAN2012 JAN2013 JAN2014 JAN2015 JAN2016 50 M 100 M 150 M 200 M 250 M 275 M THE GLOBAL RISE OF AD BLOCKERS G O O D I S T H E N E W C O O L
  • 17. G O O D I S T H E N E W C O O L Personal: The Crisis of Meaningfulness in Marketing
  • 18. G O O D I S T H E N E W C O O L +13+35 13% 35% 13+16 13% 16% 13+1513% 15% 11+23 11% 23% MARKETERS CONSUMERS Advetising/Marketing DancerActor/Actress PR Professional LEAST FOUR VALUABLE PROFESSIONS TO SOCIETY THE CRISIS OF MEANINGFULNESS IN MARKETING
  • 19. Ho w d o we d o th at gets u s i n to t he mountain ? Jeff Benjamin, Creative G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
  • 20. G O O D I S T H E N E W C O O L Who was creating new models?
  • 21. G O O D I S T H E N E W C O O L mEmBERS Of thE mOvEmENt
  • 22. G O O D I S T H E N E W C O O L How to Make MOnEy & Do Good by Harnessing the Power of Cool 6 People are the New Media 14+14+15+14+14+14+15THE GOOD IS THE NEW COOL MODEL 1 Know Your Purpose 2 Find Your Allies 3 Think Citizens not Consumers 4 Lead with the Cool 5 Don’t Advertise Solve Problems 7 Back up the Promise with the Proof
  • 23. know purpose G O O D I S T H E N E W C O O L
  • 24. M y j ob i sn ’ t to b e r emembered. M y jo b i s to l e a v e a p o s i t i v e impact th ro u g h m y fa mi ly an d m y wo rk . Scooter Braun, Entrepreneur G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
  • 25. find allies G O O D I S T H E N E W C O O L
  • 26. G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L There are so many m o d e l s out there… whether you are a retail br a n d or a luxury br a n d , that haven’t been thought of as yet. Jenifer Willig, Founder Whole World Water
  • 27. citizens notconsumers G O O D I S T H E N E W C O O L
  • 28. Dri vi n g compassion & empathy, is n’t th at ju st a to li ve li fe? Ahmen, Troublemaker Movement G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
  • 29. with the cool G O O D I S T H E N E W C O O L
  • 30. We k n o w w h at w e stan d f o r at i a m O TH E R; w e k n o w w e stan d for in div idu al it y. Peop le expect n ew ideas fr om u s, t h in g s t h at h ave n’t been do n e bef o re . M im i Vald ez , C h ief C reative Of f ic er, i am OTHER G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
  • 31. G O O D I S T H E N E W C O O L DON’T ADVERTISE SOLVE
  • 32. EPICsolve problems G O O D I S T H E N E W C O O L
  • 33. ARE THE NEW MEDIA G O O D I S T H E N E W C O O L
  • 34. People a r e c onnec te d to bran d s that have a story and they want to know that story and the y want to b e c onnec te d to t hat story. Andy Tu G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L
  • 35. BACK UP THE PROMISE WITH G O O D I S T H E N E W C O O L
  • 36. G O O D I S T H E N E W C O O L Think Transformational not Transactional
  • 37. G O O D I S T H E N E W C O O L 80+12+8 CORPORATIONS HAVE MORE RESOURCES THAN GOVERNMENTS WHERE ARE THE RESOURCES? NONPROFITS $1.2 Trillion GOVERNMENT $3.1 Trillion CORPORATIONS $20.1 Trillion Source: Michael Porter Ted.com
  • 38. G O O D I S T H E N E W C O O L Find your Allies Start with what you have Clarity follows action Don’t fear brandwashing Respect the Proportions Practice the Golden Rule Add some good to the brief Share your Work Pay it Forward 1 2 3 4 5 6 7 8 9 9 steps to get started
  • 39. G O O D I S T H E N E W C O O L Now it’s up to You
  • 40. G O O D I S T H E N E W C O O L i s t h e n e w